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- Title
Renforcer l'efficacité des actions de lutte contre l'obésité. Vers l'identification de leviers de persuasion spécifiques aux enfants.
- Authors
Ezan, Pascale; Gollety, Mathilde; Guichard, Nathalie; Hémar-Nicolas, Valérie
- Abstract
TV advertising targeting children is often accused of encouraging children's obesity. This article contributes to showing how success key factors observed in advertisements could be used to teach children healthy eating habits. Through a study conducted among both advertisers and children, this research points out that nutritional information has no significant impact on children. However, it highlights that the ad elements of execution are all the more important that they are easily imparted within the peer group.
- Publication
Décisions Marketing, 2014, Issue 73, p13
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.073.13.26